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Three-time cancer survivor is doing what he loves
App, web-based service provides lien-holder contact information
Digital Recognition Network CEO lays out company's vision
Unit designed to bring greater awareness to Move Over law
Buddy's gets farmer's tractor with corn silage in open field
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American Towman Magazine Presents the Week in TowingAugust 23 - August 29, 2017

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Make a Minor Adjustment in Your Approach

Juggler2 2bd11By Don G. Archer

I remember the first 10 times I failed at juggling.

I was 17 years old, and at a Christmas party with friends. We were all watching as one of the other partygoers entertained us with her juggling skills, and she was amazing.

She made it look easy. So easy, we all wanted to try.

I waited my turn, and watched as others tried and failed. Finally, it was my chance.

In an attempt to recreate what I'd seen her do, I tossed the balls into the air, and tried my best to catch them and keep them going—but I didn't catch any.

I must have looked like a dysfunctional windmill, flailing my arms trying to make the balls do what they were supposed to. But it didn't work; they just fell to the floor and rolled away.

I tried again and again, and was about to give up on my chances at ever becoming a circus entertainer, until the expert stepped in and showed me what I was doing wrong.

It seems I was trying too hard.

What I was doing was trying to catch all the balls at the same time. She stopped me and said I needed to make one minor adjustment. Instead of trying to catch all the balls at the same time, I should concentrate on catching one ball at a time, then catch the next one and the next one.

With this new piece of information, I tried it a few times and it worked.

Once I slowed down, it was simple. I was able to juggle.

You're probably too busy juggling the demands of daily life to learn a new circus act. But what if you could make one small adjustment in your business that would aid in bringing more customers into the fold?

AAA has a new survey out that reveals that two out of every three U.S. drivers don't trust auto repair shops in general. They give reasons like recommending unnecessary services, overcharging for services and negative past experiences.

What is interesting about this survey is that it also reveals that 64 percent of U.S. drivers can point to one particular auto repair shop that they do trust. A considerable amount of drivers believe that it is important to have a relationship with someone they can trust.

Like it or not, the towing industry shares in this same mistrust. If that is the case, then we also stand to benefit from the fact that drivers want a company they can depend on when they need of our services.

People trust people, not companies. One way to get more customers to trust you is to make a minor adjustment and let them know that you understand their reservations and concerns about using the services you provide. One little tweak might be all it takes to sway them, because when you are open and authentic you attract people to you.

Think about how you are around your friends and the people you love being around the most. Are they stiff and uptight and only talk about business? Do they constantly want to argue? Or do they entertain you with stories and tell jokes, hoping to get a laugh out of you?

Some towers believe that, because this is the towing business, you must be a dyed-in-the-wool professional at all times. If not, people won't trust you.

While you must project professionalism when providing services, you can still do that while adding a little levity and being authentic with your customers. They're out there looking for someone they can trust, so why not open the door?

One small adjustment you can make is with social media. If you're constantly posting pictures about your trucks and the recoveries you've performed, you might want to add a little something to the mix.

Try posting images, articles, and videos that YOU find entertaining outside of work. If you find it entertaining, many others probably will as well. When they make that connection with you and possibly share your post, they begin to feel like you are part of their "tribe."

You may find it difficult to juggle the demands of business while keeping up with your Facebook feed; but one small adjustment in your approach can aid in attracting the attention of the people who are looking for someone to trust.

American Towman Field Editor-Midwest Don G. Archer is also a multi-published author, educator and speaker helping others to build and start successful towing businesses around the country at Don and his wife, Brenda, formerly owned and operated Broadway Wrecker in Jefferson City, Mo. E-mail him direct at

Facebook Marketing

download f6a4cBy Don G. Archer

With Facebook users now counted in the billions, there's a huge advantage to incorporating it as part of a marketing strategy in your business.

When people know, like and trust you, they'll want to do business with you. Posting on your Facebook business page gives those who've liked your page the opportunity to see your post. You're putting yourself out there, allowing all who come across your post to like, comment and share. You're giving them a chance to get to know you.

If you do it right and continue to interact with them by commenting, liking, and sharing their stuff as well, they will begin to recognize you and the thumbnail image on your posts.

Once you've been accepted into their tribe and they believe that you're walking alongside them, you are perceived as different. No longer are you just a business that wants to take their money; you're a helping hand available whenever the need arises.

The good news is that Facebook marketing is the cheapest marketing on the planet. With payouts as low as 10 cents per click, you can't beat it.

Like Campaign

For $3 per day you can run a Facebook "Like" campaign. The more "Likes" you have, the wider your post reach, which simply means more people are seeing your stuff.

To do this you need to create an appealing ad that entices people to click. When they click, they are agreeing to have your posts show up in their feed. You can target people with various interests; but in this case I would just choose the specific geographic area you want your posts to show in.

This can be highly effective; our clients are averaging 10 to 20 new likes per week with just $3 per day. Be warned: if you don't engage with these people regularly you'll be wasting your money, because your posts will cease to appear in their feed.

Click Campaign

For $5 per day you can drive clicks to your website. To do this you need to create another appealing ad and link it to your website. The more clicks to your site tells Google you're doing something right, and over time your site's authority will gain momentum. You'll be found consistently on Google's front page for your targeted keywords.

Remarketing Pixel

For $5 per day you can create an ad that targets people who have already visited your site. Here's how this is done:

1. First create an ad that has an attractive image that's relevant to your message. Maybe it's a smiling lady holding her smartphone.

2. You could say something like "Are You Prepared for a Breakdown?" and a tagline that says "Do You Have the Phone Number of a Local Tower in Your Phone?"

3. Then create a free remarketing or retargeting pixel in Facebook.

4. Install the pixel on your website.
Then when a person lands on your website your pixel will attach to their browser ID. Every time they go back to Facebook they will see your ad reminding them to put your phone number into their phone.

Consistency is the key. For any of this to be effective, you or someone you designate must post at minimum of once daily.

Engagement matters. You must engage your audience; the more liking, sharing and commenting with others the more effective your posts are and the further your posts will reach.

Not everything is post-worthy, so consider these four types of posts that are effective for the towing business:

• Reviews: Post every positive review you receive from across all the directories you're listed on. People make decisions with the help of reviews and when all they see is five stars on your page, it provides you with a big boost.

• Trucks and your people: These are posts of your trucks, tows and recoveries you've done, training and/or accomplishments of your employees.

• Puppies, kittens and children: When people pull out their phones after (or during) a long day's work and go to Facebook, they're not looking for pictures of tow trucks. They're looking for something funny they can share with their wife or husband. When you share things that YOU like—close calls, something silly or uplifting, they want to share it too. It's like a treasure hunt, the first one to share something hilarious wins.

• Your journey: Talk about how you got into the towing business and why. In a positive way, discuss the daily struggles. The ins and outs of working with law enforcement, motor clubs, performing recoveries. Talk about your support system of family, friends, colleagues, contractors, bankers, salesman and anyone who's helped you along the way. When you open up like this, you're letting them know who you really are.

The hardest part is staying consistent. If you embrace it with the understanding that you're doing it to grow your business and can see the results on your bottom line, you'll grow to love it.

American Towman Field Editor-Midwest Don G. Archer is also a multi-published author, educator and speaker helping others to build and start successful towing businesses around the country at Don and his wife, Brenda, formerly owned and operated Broadway Wrecker in Jefferson City, Mo. Email him direct at
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